Building Products More Than Coding
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This document contains slides from a presentation by Justo Hidalgo on building products. It discusses Hidalgo's background and experience in data science, product management, and as the co-founder and CEO of 24symbols. Several slides discuss concepts related to crafting digital products such as finding problems to solve, demonstrating commercial/social attractiveness, and how new products drive innovation. Other slides cover topics like product life cycles, competitive analysis, customer journeys, and integrating acquisition, activation, retention, and referral strategies into a product roadmap.
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Building Products More Than Coding
- 1. 1 Building Products More than coding, more than designing Justo Hidalgo (@justohidalgo) May 31st, 2018
- 2. 2 Professional career • PhD Data Science, MSc Computer Science • Co-founder & CEO, 24symbols (2010-) • VP Product Management and Presales, Denodo (Palo Alto, CA & Madrid, 2004-2010) • University lecturer: – Product Management and Strategy – Technology for Managers – Creativity and Innovation – Data Science and Analytics • Book author, startup mentor @justohidalgo /in/justohidalgo https://www.24symbols.com/ user/justohidalgo/library
- 3. 3 Crafting digital products We find a problem, we solve it, and we show its commercial/social attractiveness
- 4. 4 Encontramos un problema, lo resolvemos, y demostramos su atractivo comercial/social Vision @justohidalgo
- 5. 5 New products = innovation BECAUSE IT GENERATES REVENUES
- 6. 6 BECAUSE IT GENERATES REVENUES BECAUSE PEOPLE NEED IT New products = innovation
- 7. 7 PORQUE DA DINERO PORQUE LA GENTE LO NECESITA Objetivos del Curso
- 8. 8
- 9. 9 BECAUSE IT GENERATES REVENUES BECAUSE PEOPLE NEED IT BECAUSE IT’S COOL J New products = innovation
- 10. 10 PORQUE DA DINERO PORQUE LA GENTE LO NECESITA PORQUE MOLA Objetivos del Curso
- 11. 11 And now, more than ever • Abundance • Cost optimization • Automation
- 12. 12
- 13. 13 @justohidalgo
- 14. 14 Nah, it was an April’s Fools’ Day joke @justohidalgo #ideaproductonegocio
- 15. 15
- 16. 16 Summarizing • Of every 11 ideas or concepts –3 are developed –1,3 are launched –1 is “successful” • 90%: failed proposals • 35%: failed after launch Source: Winning at New Products, Robert Cooper. 2001
- 17. 17 SOLVING PROBLEMS THAT ARE WORTH BEING SOLVED… @justohidalgo
- 18. 18 … IS NOT THE SAME AS SOLVING *OUR* PROBLEMS @justohidalgo
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- 22. 22 Product IS crafting screens/pages
- 24. 24 Specifically, 100 more slides ;) Product IS MUCH MORE
- 25. 2525
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- 27. 27 Who manages all this process? Jade Raymond - Assassin’s Creed
- 28. 28 • Sales: how to sell products • Engineering: what to build • Marketing: positioning and value • Analysts: strategy, customer testing • Press: what’s new & relevant? • Customers: why your product? • Biz Dev: positioning, go-to-market • PMgmt, Mktg: I KNOW THE ANSWER!!! Who decides?
- 29. 29 That is…
- 30. 30 … but it can also be seen as… @justohidalgo
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- 39. 39 1. Preparation 2. Incubation 3. Intimation 4. Illumination 5. Verification
- 40. 40 Osborn’s CPS (Creative Problem Solving) model 1. Find the Challenge 2. Find the Facts 3. Find the Problem 4. Find the Idea 5. Find the Solution 6. Find Acceptance
- 41. 41 Osborn’s CPS (Creative Problem Solving) model 1. Find the Challenge 2. Find the Facts 3. Find the Problem 4. Find the Idea 5. Find the Solution 6. Find Acceptance Divergent process Convergent process
- 43. 43 … from the user’s standpoint
- 45. 45 •New category •Black&Decker, leader •Home product with best ROI in B&D’s history •Most successful launch in B&D’s history “Handsfree” flashlight (Snake Light)
- 46. 46 Case: Keep the Change
- 47. 47
- 48. 48 I got an idea! And it solves a pain!
- 49. 49 Source: https://www.flickr.com/photos/charliecowins/9042344476/ What??? Followers usually win?
- 51. 51 The guy who invented the first wheel was an idiot. The guy who invented the other three, he was a genius! Sid Caesar
- 52. 52 What if you want to ‘productize’ the “Hello World” program?
- 53. 53 Producto PotencialProducto AumentadoPRODUCT Augmented Product Potential Product Expected Product The Whole Product
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- 58. 58 @justohidalgo
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- 63. 64 Roadmap From MVP to Whole Product
- 66. 67 Customer Journey Source: “Idea, Producto y Negocio”, by Justo Hidalgo
- 67. 69 This is Sofía 30 yo. Born in Madrid, but with Buenos Aires background (“porteña”). Worked in “The Wine Market”, an argentinian wine distribution company.
- 70. 84 Habit formation increases lifetime value Fuente: https://www.flickr.com/photos/expose_switch/4695363456/
- 71. 85 More effective defense Fuente: https://www.flickr.com/photos/la_bretagne_a_paris/9430350971
- 72. 86 But it’s not easy Source: Hacking Growth, by Sean Ellis
- 73. 87
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- 75. 89 Acquire Activate Retain Refer Get Revenue SEO SEM Campaigns Email Blogs … Landing Page Product Features … Content (blogs, articles, …) Emails Alerts … Campaigns Emails … Shopping cart Subscriptions Lead Gen … traffic social business Data Analytics
- 76. 90 @justohidalgo Source: “Idea, Producto y Negocio”, by Justo Hidalgo What if we integrate AARRR in the roadmap?
- 78. 92 And from there to Agile Development Roadmap
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- 85. 9999
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- 91. 105 Opportunity 1. Consumers’ increasing understanding of content services (vs ownership) 2. Tipping point about to be reached (eReader/tablet market, eBook availability) 3. Piracy increasing 1. Readers’ frustration (e,g, lending) Solution 1. New business model: freemium-based subscription model, that brings a solution to piracy and ownership issues 2. Social reading: offering new communication options to readers 3. Readers’ Hub: meeting point from a multipublishers’ perspective Unique Value Proposition 24symbols is a platform to read eBooks on the Internet, with your friends and based on a subscription model, 1. Reading on the cloud: no need to download eBooks (no DRMs; multi- device reading; real-time monitoring of reading habits by publishers) 1. Social Reading: share books, passages, … in social networks 1. Freemium: scale-focused service via ad-supported subscription, Full-blown capabilities in premium service (full catalog, offline access) Customer Segments • Mass market • Management • Education, STM • Comic-books • Others (serious readers, journalists, …) Advantage • Publishers cannot do it by themselves alone, users require a single hub, • First mover: people already identify 24symbols, agreements already exist • Publishers as partnersKeyMetric 1. Traffic KPIs • #free, premium users • #pages read 2. Social KPI • Book virality 3. Financial KPI • Price per page 4. Publishing KPI • Publishers onboard Competitors • Amazon • Apple • Kobo • B&N Nook • The Copia • Scribd Revenue Streams • Advertising • Free model book reading advertisements • General ads in the app • Pay for Placement (P4P) in Book Catalog • Subscription fees (premium users) • E-commerce affiliation Cost Structure • Product: 40% • Development, Operations • Content: 40% • Acquisition, Maintenance • Marketing: 20% • Users, PR + + Product 40% Marketing 20% Content 40%
- 92. 106 Top 10 Games for Xbox 360 (2010) @justohidalgo
- 93. 107 Top 10 Games for PlayStation (2010) @justohidalgo
- 94. 108 Top 10 Games for Wii (2010) @justohidalgo
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- 96. 110 Segmentation @justohidalgo Source: “Idea, Producto y Negocio”, by Justo Hidalgo
- 100. 115 @justohidalgo
- 101. 116 @justohidalgo
- 102. 117 Product internationalized and localized Global scale launch? I18n from Day 1
- 103. 118 Conclusions
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- 105. 120 @justohidalgo
- 106. 121 @justohidalgo
- 107. 122 @justohidalgo
- 108. 123 @justohidalgo
- 109. 124 @justohidalgo